Research On The ‘Last Kilometer’ Distribution Optimization Based On Customer Psychology

According to statistics,the national express service has exceeded 100 billion in2022,of which the campus express service is as high as 10 billion.Campus terminal distribution has become one of the important business scenarios of terminal distribution.While providing convenience for college teachers and students,there are still many deficiencies to be improved.Cai Niao Post Station,as the main body of the ’last kilometer’ distribution in colleges and universities,is facing the problems of fluctuating demand for terminal distribution,inadequate pricing preparation for unmanned vehicle distribution,and weak profitability.In addition,due to the uncertainty of distribution services and the limitations of personal cognition,customers show two psychological states: psychological expectation and bounded rationality.This paper takes D University Cai Niao Post Station(hereinafter referred to as "D Post Station")as an example,combines the current situation of the post station operation and the actual psychological state of customers to carry out the research on the ’last kilometer’ distribution optimization strategy on campus,and has done the following work:(1)Due to the situation that customers cannot arrive at the post station to pick up the goods within the specified time,the packages are automatically returned,or the existing service level of the post station cannot be met in time in the face of the demand fluctuation of terminal distribution,resulting in serious queuing.In order to solve the above problems,the optimization strategy research is carried out separately for customer self-service.Based on the M/M/n/c queuing system,the utility function of self-picking up items is constructed,and the process of customer picking up items at the post station is simulated by Flexsim7.5 simulation,and the optimization strategy of increasing the number of scanners and reducing customer waiting time is proposed.(2)As a new distribution method,unmanned vehicle distribution has psychological expectations for customers’ waiting time.In order to share the input cost,there is no reasonable pricing for unmanned vehicle distribution.In order to solve the above problems,the optimization strategy of unmanned vehicle distribution service is studied separately.Taking the M/M/1 queuing system as the background,the impact of psychological expectation waiting time on the revenue of unmanned vehicle delivery at the post station is considered.The analysis found that the waiting time of customers’ psychological expectation will reduce the revenue of the post station,while the two strategies of repricing and improving service rate will bring more benefits than maintaining the original pricing.The higher the customer’s tolerance of waiting,the smaller the range of submission required by the post station.It provides theoretical support for the pricing of distribution freight for the post station to share the input cost of unmanned vehicles.(3)Because the customer’s cognitive ability is limited,it is difficult to avoid the decision deviation in the face of many uncertain factors,which shows limited rationality when selecting self-pickup or driverless delivery.In view of the characteristics of customers’ bounded rationality when customers pick up and unmanned vehicle delivery cooperate,the M/D/1 queuing model is used to re-describe unmanned vehicle delivery,and the customer utility function is constructed considering the factors such as customer waiting time and freight.Based on the Stochastic Optimal Response Equilibrium(QRE),a customer distribution mode selection model is constructed,and the effects of customer rationality,pickup distance and freight on the equilibrium probability of customer’s choice of self-pickup are analyzed.In addition,the profit function of the post station is constructed under the condition of limited rationality of customers.Discuss the influence of customer bounded rationality on post station profit.The study found that highly rational customers are price-sensitive users.The higher the freight they need to pay,the more they prefer to pick up the freight at the post station,the lower the freight they need to pay,and the more they prefer to choose unmanned vehicle delivery.In addition,when the freight level is low,the profit of the post station decreases monotonously with respect to the degree of customer rationality;when the freight level is high,the profit of the post station first increases and then decreases with the increase of customer rationality.According to the research conclusion and the problem faced by the post station,this paper puts forward corresponding suggestions from the aspects of increasing the number of metronomes,the range of price adjustment for unmanned vehicle delivery and the pricing by time,so as to reduce the queuing phenomenon of the ’last kilometer’ distribution service on campus and improve the profitability of the post station.